Our Brands

UOMIEE Brand Profile

Brand Story: Curated For Families

UOMIEE is a Singapore-based family lifestyle brand born from a simple insight: modern

families deserve thoughtfully designed essentials that combine quality, value, and peace of mind.

Our tagline, "Curated For Families," reflects our commitment to selecting only the best

products that meet the real needs of parents navigating the beautiful chaos of family life.

Why UOMIEE Deserves Recognition

1. Comprehensive Family Ecosystem

Unlike single-category brands, UOMIEE offers a complete family care solution:

• Baby Care: Nature Move Active Pants with Active Fit Core technology
• Personal Care: BlueCotton feminine hygiene products with probiotic care
• Household Essentials: Eco-friendly cleaning solutions and sustainable paper products
• Specialized Lines: Coming soon - CareFit adult diapers and PawJoy pet products

2. Innovation That Matters

Our product development focuses on solving real parenting pain points:

• Active Fit Core™ in our diapers that moves with babies during every crawl and leap
• 99.5% Pure Water Baby Wipes for the most sensitive skin
• CALMBABE & FRESHBURST laundry systems designed for both baby clothes and

family loads

• Probiotic Special Care technology in feminine hygiene products

3. Design Excellence

Every UOMIEE product features our friendly blue bear character - a playful yet trustworthy icon

that creates emotional connection with families. Our color-coded product lines make shopping

intuitive, while our whimsical packaging brings joy to everyday routines.

4. Sustainable Commitment

• Eco-conscious cooling wipes in partnership with Ecowish
• FSC-certified flushable toilet tissue that dissolves in 3 seconds
• Plant-based SOSA liquid cleansers safe for families and the environment• Concentrated formulas that reduce packaging waste

5. Value Without Compromise

UOMIEE proves that premium quality doesn't require premium prices. Our mega packs and

daily series options ensure families can access the best products within their budgets:

• Daily Series Pull-ups: From $4.90 for 6-10 pieces
• Mega Series: Up to 52 pieces per pack at $19.90
• Multi-pack tissues: 8-pack options at family-friendly prices

Customer Impact

Safety First: All UOMIEE products are certified free from harmful chemicals, giving parents

peace of mind with every use.

Skin-Gentle Formulas: From our cloud-soft diaper surfaces to moisturizing facial tissues, we

understand that family members have different skin needs at different life stages.

Convenience by Design: Available online for seamless delivery across Singapore, making

restocking household essentials effortless for busy parents.

Market Recognition & Growth

• Proudly Singapore-Based: Supporting local entrepreneurship while serving families

across Southeast Asia and the Middle East

• Multi-Channel Presence: Strong online presence with plans for strategic retail

expansion

• Category Leadership: Expanding beyond baby care into comprehensive family wellness
• Innovation Pipeline: CareFit and PawJoy lines launching soon to serve every family

member, including beloved pets

The UOMIEE Promise

At UOMIEE, we believe parenting is hard enough without worrying about the basics. That's why

we:

• Curate thoughtfully - selecting only materials and technologies that meet our strict

standards

• Design intentionally - creating products that work seamlessly with family routines
• Price fairly - ensuring quality essentials are accessible to all families
• Deliver reliably - making restocking simple so parents can focus on what matters most

UOMIEE - The Smart Choice for Modern Home CareBrand Philosophy

"Curated For Families" isn't just our tagline—it's our filter for every decision

we make.

Every UOMIEE product passes through three essential questions:

1. Would I use this for my own family?
2. Does this solve a real daily challenge?
3. Can we make it accessible to every family?

If the answer isn't a resounding "yes" to all three, it doesn't earn the blue bear.

The UOMIEE Difference: Innovation That Matters

1. Nature Move Active Pants - Freedom of Movement

Inspired by the wisdom of nature and the universal idea of 'innate essence,' our flagship diaper

line celebrates every baby's natural vitality.

What makes it special:

• Active Fit Core™ technology that moves seamlessly with every crawl, step, and leap
• Breathable waistband with gentle stretch—no red marks, no compromises
• Quick-dry absorption that locks liquid fast and keeps skin dry
• Cloud-soft surface layer gentle enough for the most delicate skin
• Leak guard sides that provide protection without pressure

Available in Daily Series (10-6 pieces, from $4.90) and Mega Series (52-36 pieces, from $19.90)

The insight: Babies don't stay still. Why should their diapers hold them back?

Beyond Diapers - A Parenting Partner

• 一日一包 (One Day, One Pack) = Ritual of fresh starts and daily care
• 科学育儿 (Scientific Parenting) = Evidence-based confidence in every decision
• 更卫生 (More Hygienic) = Obsessive attention to baby's wellbeing

Together, these three pillars create a parenting approach that's:

• Mindful - Intentional daily care rituals
• Modern - Science-backed decisions• Manageable - Simplified routines
• Meaningful - Better outcomes for baby and parents

Join the Scientific Parenting Revolution

UOMIEE invites you to experience the difference that daily freshness, scientific design, and

superior hygiene can make in your parenting journey.

Because your baby deserves fresh beginnings every single day.

2. Wipes & Tissues - The Gentle Touch

Our blue bear character creates an emotional connection that parents trust and children

recognize.

Baby Pure Water Wipes (99.5% Water)

• Emphasizes water-based, ultra-gentle formula
• Safe for the most sensitive skin
• Available in 20-sheet travel packs ($1.20) and 80-sheet family sizes ($3.20)

Moisturizing Soft Tissue

• Infused with moisturizing lotion for facial care
• 50-sheet individual packs ($1.00) or convenient 8-pack bundles ($6.90)

The insight: Not all wipes are created equal. Baby's skin deserves the purest ingredients.

3. CALMBABE & FRESHBURST - Laundry That Cares

We've cracked the code on family laundry with two distinct systems:

CALMBABE (Baby-Focused)

• Clean, clinical design with light blue gradient
• Gentle plant-based formula
• Concentrated bucket format for value
• Safe for baby's delicate clothes and skin

FRESHBURST (General Laundry)• Vibrant pastoral designs that evoke fresh outdoor associations

• Two colorways for scent differentiation (meadow vs. sunset)
• Energy and lifestyle-oriented positioning
• Long-lasting fragrance technology

Product Range:

• Liquid Detergent 2000ml - $10.90
• Lingerie Mousse - $7.90
• Baby Laundry Pods (40-count) - $14.90
• FRESHBURST Pods (36-40 count) - $14.90
• SOSA All-in-One Liquid Cleanser 1000ml - $7.90

The insight: Baby clothes need gentle. Family loads need powerful. Why compromise?

4. BlueCotton - Wellness Beyond Baby

An adorable white cloud character with a serene, peaceful expression—because self-care matters

too.

Premium Feminine Care:

• Probiotic Special Care technology
• Multiple absorption levels indicated by clear icons
• Premium care materials
• Gradient blues that differentiate day/night variants

Product Range:

• Sanitary Pads: Day 240mm, Night 285mm/360mm/410mm, Pantyliner ($1.60-$2.60)
• Sanitary Pants: M & L sizes ($4.90)

UOMIEE X Ecowish - Cooling Wipes

• Eco-conscious partnership
• Sustainable materials
• Gentle cooling sensation
• Available in -3°C and -6°C variants

The insight: Women's wellness deserves the same thoughtful innovation we bring to baby care.

5. Household Goods - The Everyday EssentialsClean, functional aesthetics that emphasize hygiene and practicality.

Kitchen Towel (3-ply, ultra-absorbent) - $6.90 Flushable Toilet Tissue - $6.90

• FSC-certified
• Dissolves in just 3 seconds
• Biodegradable and septic-safe
• Singapore's trusted brand

The insight: Household basics should be reliable, effective, and guilt-free.

Coming Soon: Expanding the Circle of Care

CareFit - Adult Diapers

Because dignity and comfort matter at every age. Our adult care line extends UOMIEE's

commitment to quality and discretion for aging family members.

PawJoy - Pet Products

Pets are family too. Our upcoming pet care range will bring the same thoughtful design

philosophy to your four-legged family members.

The Design Language: Intentional, Playful, Trustworthy

The Blue Bear Character

• Simple, rounded features with expressive white eyes
• Creates emotional connection and brand memorability
• Child-friendly yet modern aesthetic
• Consistent across all baby and family products

The Cloud Character (BlueCotton)

• Minimalist with peaceful, closed eyes and gentle smile
• Conveys softness, purity, and serenity
• Reinforces the "care" positioning
• Appeals to wellness-conscious consumers

Color Psychology• Signature Blue: Trust, cleanliness, calm

• White Space: Purity, simplicity, hygiene
• Gradient Transitions: Nature, freshness, vitality
• Whimsical Illustrations: Joy, family, warmth

Why Singapore Families Choose UOMIEE

1. Transparent Quality Standards

Every product is certified free from harmful chemicals. No surprises, no compromises.

2. Smart Pricing Architecture

• Daily Series: Smaller packs for trial and convenience
• Mega Series: Bulk savings for committed families
• Multi-pack options: Best value for everyday essentials

3. Seamless Convenience

• Available online for delivery across Singapore
• Restocking made simple
• Subscription options (coming soon)

4. Sustainability Commitment

• Eco-conscious partnerships (Ecowish)
• FSC-certified paper products
• Concentrated formulas reducing packaging waste
• Plant-based cleaning solutions

5. Comprehensive Solutions

One brand, every family need—from newborn to grandparent, from morning routines to evening

care.

The UOMIEE Promise: Five Pillars

CURATEWe don't just manufacture—we carefully select materials, technologies, and formulations that

meet our strict standards.

INNOVATE

From Active Fit Core™ to probiotic feminine care, we invest in technologies that solve real

problems.

SIMPLIFY

Clear product differentiation, intuitive packaging, seamless shopping—because parenting is

complex enough.

VALUE

Premium quality at accessible prices. Period.

CARE

Every product is designed with genuine consideration for the health, comfort, and dignity of your

family.

Real Families, Real Impact

"The Nature Move pants actually move with my son. No more red marks around his waist after a

day at the playground." - Sarah L., mother of two

"I switched to UOMIEE wipes when my daughter developed a rash from another brand. The

difference was immediate." - Priya M., first-time mom

"Finally, a laundry detergent that's gentle on baby clothes but strong enough for my husband's

work shirts." - Michelle T., working mother

"The BlueCotton pads with probiotic care have changed my monthly experience completely." -

Anonymous, verified customer

Our Journey: From Vision to Household Name

2014 - ACE Media Pte Ltd established with a vision for cross-border e-commerce

2016 - UOMIEE brand launched with first diaper line in Singapore2018 - Expansion into household goods and feminine care

2020 - Partnership with Ecowish for sustainable cooling wipes

2022 - Launch of comprehensive laundry care system

2024 - Recognition as Singapore's trusted family brand

2025 - Expansion into adult care and pet products

2027 Goal - Annual revenue of S$60 million serving families across Southeast Asia and the

Middle East

The Bigger Picture: Building Family Ecosystems

UOMIEE isn't just selling products—we're building an ecosystem of trust.

Phase 1: Baby Foundation ✓ Establish credibility with parents through superior baby care

products.

Phase 2: Home Expansion ✓ Extend trust into household essentials families use daily.

Phase 3: Wellness Circle (In Progress) Address personal care needs across all family members.

Phase 4: Complete Care (2025-2026) Include aging parents and beloved pets in our circle of

care.

Phase 5: Community Building (Future) Create platforms for families to share, support, and

grow together.

Why "Curated For Families" Resonates

In an age of overwhelming choice, curation is a gift.

Families don't want 47 diaper options—they want THE RIGHT diaper. They don't need 23

laundry detergents—they need THE ONE that works for babies AND adults. They don't want to

comparison shop for hours—they want to TRUST a brand.

UOMIEE is that brand.

We do the research. We test the materials. We validate the safety. We optimize the price.Families get the confidence to make fast, informed decisions and get back to what matters—

creating memories, not researching products.

The Blue Bear Philosophy

Our blue bear isn't aggressive or loud. It doesn't demand attention.

Instead, it offers a gentle presence—a reminder that someone is thinking about your family's

wellbeing. It's approachable for children, trustworthy for parents, and memorable enough to

become part of your family's routine.

When your child points at the blue bear and says, "That's my diaper!" or "That's our towel!"—

that's when we know we've succeeded.

We're not just in your home. We're part of your story.

Looking Forward: The Next Chapter

2025 Priorities:

1. Launch CareFit adult care line with dignity-preserving designs
2. Introduce PawJoy pet products with veterinarian-approved formulations
3. Expand retail presence across Singapore and Malaysia
4. Develop subscription service for automatic restocking
5. Launch UOMIEE Family Rewards program

2026-2027 Vision:

• Establish UOMIEE as the #1 family lifestyle brand in Singapore
• Expand into Thailand, Vietnam, and Indonesia
• Achieve 1 million family households served
• Launch UOMIEE Family Hub—online community and resource center
• Introduce smart packaging with QR codes linking to parenting resources

The Invitation

UOMIEE is more than products on a shelf or items in a cart.We're a partner in the daily adventure of raising humans, maintaining homes, and caring for the

people (and pets) you love most.

Every product bearing our blue bear has been curated with your family in mind—because we

believe reliable performance shouldn't require premium prices, and thoughtful design shouldn't

be a luxury.

Choose UOMIEE. The smart choice for modern home care.